Dear fellow shoe lover,
It’s one of the hardest things to do, people say.
To make a mistake, admit it, and then take action to correct it.
Well. I made a huge mistake recently. And it impacts SO much. Let me explain quickly.
When I launched this business back in 2008, everyone knew it as ‘Sole Searching’. People loved that name. And so did I.
But then after nearly 5 years of growing my audience, clients, network, resources and precious Google juice using the name, I decided to change it and gamble away all that hard work so that the brand would be known by my real name, Jacqueline.D. I thought that might suit better.
Why? Well the brand inside my beautiful shoes had always been Jacqueline.D, so when a customer bought a pair of my shoes, they would shop directly from Sole Searching but receive the shoes with the Jacqueline.D name inside. So I thought it was only right that I should combine the two and use only 1 name (silly of me, I know!)
A few months of trading as Jacqueline.D soon proved that this wasn't such a great idea after all. Not only did I cause confusion to my current clients, but I noticed that new clients weren't really engaging with the name and couldn't really relate to it.
For me, the ‘Sole Searching’ brand I've built over the years is the ENTIRE reason for my existence. I initially chose the name Sole Searching because I knew exactly what it was like to be constantly searching for the perfect shoe in the hard to find larger size. The name just made sense!
So what does this all mean? Well ….. As of February 2014, I will change the business name back to Sole Searching.
I decided it’s time to drop the pseudonym, let go of the past, and choose a business name that’s going to carry me into where I see the business going, instead of sticking with one that just doesn't fit.
Jacqueline.D Footwear no longer suits or serves the direction I want to take my business in the future. To put it simply- I want to continue creating beautiful shoes for women in the hard to find larger sizes and Jacqueline.D just doesn't explain that like Sole Searching does.
What does this mean for you, my customer? Thankfully there is no change to our purpose of operation. We are still the same people behind the brand and we still offer high quality beautiful shoes in sizes 10 to 14.
The only small difference is that you will visit www.solesearching.com.au instead of (www.jacquelined.com.au) and we are going back to our old name of Sole Searching with a fresh new logo. Check it out below:
Change is hard.
And that’s true- change does take effort, but with that effort comes new muscles and motivation that you can use to speed you into the direction of where you really want to go.
So with that said... I'm super excited to continue to bring you beautiful shoes in the hard-to-find larger sizes! I believe that all women deserve to own beautiful shoes regardless of her shoe size!
As always, I welcome your feedback and would love to hear from you!
aka Jacqueline.D Footwear